The challenge
Orbit’s dashboard had grown feature-by-feature over three years. The result: powerful but overwhelming. Every new customer required a white-glove onboarding call, which capped how fast the team could grow.
What we did
- Shadowed onboarding calls and logged the first 30 minutes of 12 new customers.
- Mapped the critical path from signup to “first insight.”
- Reorganized navigation around jobs-to-be-done, not feature areas.
- Redesigned the empty states with inline guidance and example data.
Outcome
Self-serve activation climbed from 31% to 51% in the first 60 days, and support ticket volume dropped by nearly half — freeing the CS team to focus on expansion accounts.